International Women’s Day on Thursday is intended to celebrate women’s cultural and economic achievements and call for more gender parity. But as the calendar turns to March 8, it’s also time for the corporate pile-on of feel-good ads and product rollouts as brands rush to chime in on the pro-woman conversation.

During the Oscars on Sunday, Nikeaired a new ad starring Serena Williams that commemorated International Women’s Day. In the commercial, the tennis star says she’s been criticized as not “the right kind of woman,” but has learned that “there’s no wrong way to be a woman.”

In a wackier stunt, a California McDonald’s location is turning its trademark golden arches upside-down so what is normally an M becomes a W for women.

The history of International Women’s Day stretches back more than a century, but supporting it in 2018 may feel especially urgent for brands, as it’s the first IWD since the #MeToo movement went viral, prompting a much-needed reevaluation of how corporate America, Hollywood, and the media treat female employees. But even in the current climate, where the public seems especially receptive to messages of female empowerment, brands must tread carefully. There was criticism, for instance, that Mattel’s ‘role model’ Barbies appear to fit the doll’s trademark silhouette and the McDonald’s W was panned by some on social media as an empty, odd symbol.